Phase Eight marketing director joins Cornish kids clothing brand, Frugi

Award winning, organic and ethical clothing brand, Frugi, welcomes new director of e-commerce & marketing, James Williams, to its rapidly expanding team in Helston, Cornwall.

Williams previously worked at Phase Eight where he was director of online & marketing.

Having relocated from the South East, Williams will be responsible for e-commerce and marketing strategy, overseeing a team of 22. His remit will specifically include online trading, conversion rate optimisation, email marketing, digital marketing, brand marketing, PR, social and web development.

Hugo Adams, chief executive officer of Frugi, said: “I’m delighted that James will be joining us at a pivotal time for Frugi as we continue to invest in international growth. James will play a pivotal role in these ambitious plans, which aim to significantly increase global turnover.”

Williams, adds: “Frugi is an exceptional ethical brand with a track record of success and I am very much looking forward to the challenge of this new role and joining the team.” 

Williams began his career on the Marks and Spencer graduate training scheme, originally in stores before being enrolled onto the M& e-commerce. He completed a variety of roles across M& including senior online trading manager for foods, wines, flowers, gifts and hampers.

After leaving M&S Willaims joined Jigsaw as the group head of e-commerce, which included seven websites – Jigsaw UK, USA, Australia, as well as The Shop at Bluebird and concession partners of John Lewis, House of Fraser and Farfetch.

Williams joins CEO Hugo Adams, previously executive board director at Superdry and head of property, store development and facilities management at Marks and Spencer.

Designed with love in Cornwall, Frugi makes supremely soft and colourful premium organic cotton clothes certified by the Soil Association and GOTS (the Global Organic Textile Standards). It also creates outerwear, bags and accessories from recycled plastic bottles.

There’s a range of stylish breastfeeding wear for mums, twinning outfits for mums and dads, not to mention fun bedding, bags and accessories bringing a rainbow of colour to your life.

Fashion industry publication, Drapers, awarded Frugi with the title of Kids Brand of the Year 2019 in their Independent Awards. “The Judges called this phenomenal business “absolutely incredible” and, thanks to the support it offers its independent retailers, said it looked to be a “dream supplier” – “just the kind of brand independents want to work with”.